Many thanks Vincent for the informative review. It's so refreshing to have proper technical measurements rather than the usual vague statements like 'colour was warm and vibrant'. So good in fact that I bought the set (46")!
The Motion Plus function is awesome. Unlike Vincent I'm not a fan of juddery film motion, or even worse, filmic effect applied to video.

High Definition should mean high resolution in all 3 directions - horizontal, vertical and temporal! I have Motion Plus wound up to the maximum and the effect is incredibly lifelike. As for video material, I had assumed that motion at 50Hz is so good that Motion Plus wouldn't be any improvement. I was wrong.
My set did have a bad grey scale tracking error out of the box. This was easily corrected using the White Balance menu, but it should have been right in the first place.
2 major gripes, first of all there is no auto widescreen switching via HDMI (and yes I have checked my Sky HD box into another TV and it works) and it's a terrible faff to change it manually. This makes browsing the music channels on Sky a bit of a pain. Secondly there is a non-adjustable 3% overscan on SD. I am totally baffled as to why anyone would want overscan on an LCD/plasma. Answers on a postcard please.

For both these reasons my DVDO scaler, which I thought I would be able to sell off, remains in faithful service and the TV is permanently fed at 1080P.

In answer to Cadvan, my set emits no noise whatsoever.
I haven't tried the internet access stuff, I have a PC to do that.

To start the ball rolling, here are the settings I ended up with. I'm not quite convinced by all these optons, all I need is a TV that faithfully shows what is fed to it.
Mode: Standard
Backlight: 3
Contrast: 100
Brightness: 50
Sharpness: 50
Colour: 45
Tint: 50/50
Advanced settingsBlack Tone: off
Dynamic Contrast: off
Gamma: 0
Colour Space: auto
Flesh Tone: 0
Edge Enhancement: off
Picture OptionsColour Tone: normal
Size: screen fit
Digital NR: off
HDMI Black Level: normal
100Hz Motion Plus: Custom (Blur: 10, Judder: 10)
To clarify why I set the Contrast to 100 - my theory is that the Contrast and Backlight adjustments effectively do the same thing. By setting the Contrast to max and then adjusting the backlight to taste, I use the full dynamic range of the display - provided of course that the whites don't clip, which they don't.
As for sound, I don't feed it through the TV at all. I find an audio delay of 50ms (2 frames) on the scaler is suitable. This is of course a good thing - more delay through the TV indicates more sophisticated processing.
One question Vincent - what equipment do you use for the colorimetry calibration?